How can email capture help me understand which marketing channels are working best?

When you don’t have enough sales volume to make statistically significant decisions, email capture becomes a valuable metric higher up in your marketing funnel. Track which traffic sources are converting visitors into email subscribers—whether it’s organic search, social media, referrals, direct traffic, ads, or PR. If you’re getting 50 emails from organic search but only 5 from Instagram, that’s a strong signal about where to focus your efforts. Email opt-ins act like buoys in the ocean that tell you when the big swell is coming—they’re an early indicator of which channels will eventually drive sales. By tracking email conversions by source in your analytics, you can make informed decisions about where to invest your time and energy before you have substantial sales data.

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Asked by general artist audience · Answered by Patrick Shanahan · art-marketing-podcast · 2019-05-23